Truths, Half-truths, and Sea Stories

a business mindset

I tried and failed at business ventures three times before. With a couple years of technical training, I tried earning a second income as a small appliance and home electronics repairman. It was cheaper to buy new than repair “old”. The next venture was selling solar-heated hot water systems. People could just as easily put garden hoses on their roof (it was southern Arizona) and save the expense of a metal system up there. And then, last year, I saw how my father-in-law’s young relative was making six figures in a health-focused business. She has Amazon- and Facebook- founders-level intensity which produces her ongoing results (building over the past 8 years). I was not interested, youth-focused, or charismatic enough to do what it takes. My prior ventures were great personally, just not rewarding financially for me.

the importance of a “niche”

This year, my wife and I found a “niche” business. A “niche” is a product or service need, that is not widely available, nor really has much awareness outside of the profession. But is necessary nonetheless. With a lot of support, name recognition, and professional experience, my wife one evening reported to me that a business opportunity was offered to her – that she wanted to do. This was due to pending retirement of the principal operators in the niche market. The business requires unimpeachable ethics, scrupulous attention to detail, military-like precision with clients and retaining or bringing on skilled employees (or contractors).

do not quit your “day job”

A mistake of many new entrepreneurs, is to launch a business enterprise with little financial resources. They then have few options when mistakes are made or customers are slow to provide payment. Then there is even more emotional and physical stress learning the “do’s” and the “don’t”s of operating a business. In just the few weeks after initially deciding to engage in this business, the guts required to seriously and diligently apply ourselves to learning,- particularly with family and job requirements always keeping you busy, is challenging.

In the United States, working for yourself, with the intent to make a profit – to separate your enterprise from what the taxman (the IRS) would label a “hobby” – requires record-keeping, talent, and effort. Depending on the venture, every business has local, state and federal tax statutes regarding individual, partnership, and incorporation to stay within the law. Similarly, there are permits, licenses, and fees with all the aforementioned, to conduct business.

With certain businesses, providing products or services, there are many regulations, certifications, and insurance to purchase and renew yearly. While trying to classify whether there were workers considered by statute as employees to consider, we need general business and professional liability insurance. And probably, workmen’s compensation insurance: California is very strict on business operations. If you are still determined, you have done homework on your competition in the niche market, and calculated the profit versus expense projections before the first customer dollar is received – there is one consideration you may miss. You may find that your business needs to be funded almost entirely from your own “primary” income for a time. One of the first “rules” I have learned is to avoid going into debt while learning the “ropes”. Do not quit your day job before it sustains you.

seeking advice from experienced mentors

I have only just started to explore the business banking relationships we will need for our venture. We will explore and weigh options on credit, payment processing, and loans. Similarly, I have only attended one seminar run by the small business education group, SCORE, (there are chapters in most communities) taught by people with decades of experience in all aspects of business. But for the entrepreneur, anywhere you find someone to help with the pitfalls to avoid, is great. One can then make all new mistakes to learn and develop as a business person.

your “why” has to be bigger than your fear

After a career in the military, another in private industry, and still looking for challenge (and change), our own business will prove to be well worth it. After many years of doing without asking why and making someone else’s careers and dreams possible, you also can make your dreams, as well as those of your clients, become reality. But it takes ethics, drive, humility, implementing what others can teach and eagerness to keep pressing on to the goal.